GTUs Enrollment No: 97690592104

A PROJECT REPORT ON
A STUDY ON CUSTOMER SATISFACTION OF DIGJAM FABRIC At
Its who you are

DIGJAM LIMITED, JAMNAGAR

Submitted By:

PIYUSH K. PARMAR (Roll no: A-38)

MBA PROGRAMME 2009-2011 (SEMESTER II)

In partial fulfillment of the requirements for Summer Internship Programmed for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION SHRI JAIRAMBHAI PATEL INSTITUTE OF BUSINESS MANAGEMENT AND COMPUTER APPLICATIONS (NICM-MBA)

Submitted to

GUJARAT TECHNOLOGICAL UNIVERSITY, AHMEDABAD.

Declaration
This project report entitled (A Study on Customer Satisfaction at Digjam Ltd.) has been submitted to Gujarat Technological University, Ahmedabad in partial fulfillment for the award of degree of Master of Business Administration. I, the undersigned hereby declare that this report has been completed by me under the guidance of Mr. S.A.LOHANI, (Q.C. Manager) and Prof. NISARG JOSHI (Faculty Member, Shri Jairambhai Patel Institute of Business Management & Computer Applications, Gandhinagar). The report is entirely the result of my own efforts and has not been submitted either in part or whole to any other institute or university for any degree.

Name of the Student with Signature: GTUs Enrollment No. : 097690592104 Date: Place: GANDHINAGAR

PARMAR PIYUSH KISHORBHAI

Shri Jairambhai Patel Institute of Business Management and Computer Applications

(Formerly known as National Institute of Cooperative Management),

Approved by AICTE, New Delhi and Affiliated with Gujarat Technological University

Opposite Amusement Park, Indroda Circle, Gandhinagar - 382 007 Phone: 079 23213043, 37 - 38 - 39 Fax : 079 23213036 Web: www.nicm.org.in E mail: director_mbanicm@yahoo.com

CERTIFICATE
This is to certify that Piyush K. Parmar, student of MBA (2009-2011 batch) at Post Graduate Centre of Gujarat Technological University MBA, SJPI has prepared a Summer Internship Project Report on A STUDY ON CUSTOMER SATISFACTION OF DIGJAM FABRIC in partial fulfillment of two years full-time MBA Programme of Gujarat Technological University, Ahmedabad. This project work has been undertaken under my supervision and found satisfactory.

Date: ----------------Place: Gandhinagar

Prof. Nisarg Joshi (Core Faculty MBA Dept. & Project Guide)

iii

PREFACE
I am the student of M.B.A. It means, I am a management student you know manufacturing is more over art; art involves practical so there is no meaning of theoretical study only, so there is also a part of practical study.

How much I have benefited in my life through this effort that is the main object or aim. So I have got maximum knowledge about the management through this effort, so I am heartily thankful to G.T.U. for including this subject.

The object of industrial training at M.B.A. level is to give a perspective about the organization and functioning of the marketing department in industrial units, M.B.A. faculty designed in such a way that it depicted all the major functioning of report to clarify various business and construction.

I visited DIGJAM Ltd. at Jamnagar. For my practical training, I have prepared this report of on management of the company, on visit and its work at managerial level as become very clear. I have managerial concept with the help of collective information sustaining the theoretical principles. I have got through all the major practical aspect of the organization and the same has been depicted in this report.

In this report I have tried my best to cover all the information available from concern unit. This training enhanced my particularity on management of industry of the firm in area of marketing.

iv

ACKNOWLEDGEMENT
The successful completion of any project depends upon the co-operation of many individuals. Through this brief note I would like to acknowledge the help of individuals who have directly or indirectly contributed towards the completion of our project. First of all I would like to express my deepest sense of gratitude to the leading team of DIGJAM LTD., Jamnagar for providing me an opportunity to carry on my project report in prestigious organization. Hence, I take this opportunity to put on record my sincere appreciation and gratitude to Shri Lohani sir, DIGJAM LIMITED, Jamnagar for granting me permission to carry on my project. I also express my indebtedness to Mr. Satish, General Manager & Mr. Narendrabhai trivedi, Personnel Manager of DIGJAM LIMITED, Jamnagar for their kind co-operation, valuable suggestion, guidance and constructive criticism. I would like to thank our director Prof. Dr. S.O.Junare and my faculty guide Prof. Nisarg Joshi for their valuable inputs for my project. I also heartily wish my deepest sense of reverence to Shri Sharad Goel for his kind co-operation in each and every way. Last but not the least I would like to thanks my affectionate parents without whose blessing the study could not have been possible. - (PIYUSH PARMAR)
v

Figure 1

EXECUTIVE SUMMARY
The textile sector is one of the fastest growing sectors in the economy. There are many players in this sector but DIGJAM is a step ahead of them all. DIGJAM is committed to satisfy customers by providing quality products and services, which give highest value for money. They believe that their employees are their most important assets through which they can reach the top in each field they venture into.

ITS WHO YOU ARE they commit themselves to continuous growth so as to fulfill the aspirations of the customers, employees and shareholders.

The whole project is based on understanding the two Ps of marketing i.e., Product and Promotion.

I am really very thankful to the management at DIGJAM for giving me to an opportunity to undertake a project work in their organization. I hope that the work done by me is satisfactory.

vi

TABLE OF CONTENTS
TITLE
DECLARATION CERTIFICATE FROM THE ORGANIZATION CERTIFICATE FROM THE COLLEGE PREFACE ACKNOLEDGEMENT EXCUTIVE SUMMARY CHAPTER-1-PRODUCTION DEPARTMENT 1.1 INTRODUCTION 1.2 RAW MATERIAL 1.3 PRODUCTION PLANNING & CONTROL 1.4 PRODUCTION PROCESS 1.5 QUALITY CONTROL CHAPTER-2-H.R.DEPARTMENT 2.1 INTRODUCTION 2.2 RECRUITMENT & SELECTION 2.3 INDUCTION 2.4 TRAINING & DEVELOPMENT 2.5 TRANSFER 2.6 WAGES AND SALARY 2.7 TRADE UNION 2.8 PERFORMANCE APPRAISAL CHAPTER-3-MARKETING DEPARTMENT 3.1 INTRODUCTION 3.2 MARKETING CHANNEL/DISTRIBUTION CHANNEL 3.3 MOTIVATING CHANNEL PARTNER 3.4 ADVERTISEMENT 3.5 TYPES OF PACKAGING 3.6 RANKING OF MEDIA THE UNIT IS IN TOUCH WITH CHAPTER-4-FINANCE DEPARTMENT 4.1 INTRODUCTION 4.2 SOURCES OF FUND
CHAPTER-5-FUTURE PLAN CHAPTER-6-SWOT ANALYSIS

PAGE NO. I II III IV V VI 1 2 4 5 6 13 14 15 16 19 20 21 22 23 24 25 26 27 29 30 33 37 38 39 40 41 43 45 46 51 52 53

CHAPTER-7-RESEARCH METHODOLOGY 7.1 LITERATURE REVIEW 7.2 INTRODUCTION 7.3 OBJECTIVE 7.4 LIMITATION

7.5 DATA COLLECTION 7.6 DATA ANALYSIS 7.7 RESEARCH METHOD 7.8 DATA ANALYSIS & INTERPRETATION 7.9 FINDING 7.10 SUGGESTION
CHAPTER-8- BIBLIOGRAPHY CHAPTER-9-ANNEXURE

54 54 55 56 85 86 87 88

LIST OF FIGURES
FIGURE NO. TITLE PAGE NO.

1 2

LAUNCHING OF DIGJAMS WINTER COLLECTION WOOL

3 4

LIST OF CHARTS
CHART NO. TITLE PAGE NO.

1 2 3 4 5 6 7 8 9

PRODUCTION PROCESS GREY COMBING SPINNING WEAVING FINISHING CONSUMER MARKETING CHANNELS MULTI CHANNEL DISTRIBUTION OF DIGJAM FORMS OF ADVERTISEMENT DATA ANALYSIS CHART

6 7 9 10 11 29 30 38 57-84

LIST OF TABLES
TABLE NO. TITLE PAGE NO.

1 2

INFLUENCE OF MEDIA ON UNIT DATA ANALYSIS TABLE

39 57- 84

CHAPTER-1 PRODUCTION DEPARTMENT

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1.1 INTRODUCTION
Product is a key element in the market offering. Marketing mix planning begins with formulating an offering that brings value to target customers. This offering becomes the basis upon which the company builds profitable relationships with customers.

Product is anything that can be offered to a market for attention, acquisition; that might satisfy a want or need it includes physical products, services persons, place organization and idea.

Product Mix: Product mix or product assortment consists of all the product lines and items that a particular seller offers for sale.

Product Line: A group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed through the same types of outlets, or fall within given price ranges.

PRODUCTS OF DIGJAM

DIGJAM woolen mills produce the fabric which is used for the purpose of making:

Blazers Trousers Sherwani Safari

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DIGJAMS WINTER COLLECTION

Figure 1

DIGJAM launched its new collection of fine jacketing fabric, The Free Spirit for winter 05. Specially carved to praise the Indian style of dressing the jacketing collection which has a wide range of fabric to choose from. This collection boasts of fine finish and excellent quality, and adds to the much wanted class and lavish appeal to ones personality. The collection comes in superfine merino wool and poly wool in aesthetically designed Checks, Herring ones, Hounds Tooth and other fancy weaves.

The jacketing collection has been specifically designed for the Indian winter and is a must have in your wardrobe. The recently launched techno finish in summer 05 has been very well appreciated in the market. The company continues to be ingenious in its feet while delivering to the ever-growing and ever-changing demands of the clothing and fashion industry, both in the domestic as well as the international markets. The prices range from Rs. 600 to Rs. 2500 per meter.

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1.2 RAW MATERIALS

Woolen fabrics:These are made out of wool. Wool is a natural product, basically hair of sheep. The sheep which they use is MARINO SHEEP from Australia, New Zealand and some parts of South Africa. Not only the sheep hair but also some amount of rabbit hair, camel hair, hangora wool and mink (a bird of South Pole) hair is used as a raw material along with sheep hair. Mink hair is very costly it costs 2 to 3 lacks per meter, therefore all these types of raw material is used in very small quantity. Polyester is also used as a raw material. Polyester is a product of crude oil (artificial fiber).

Types of wools: 22.5 micron 18.5 micron 19.5 micron 17.5 micron

Figure 2

Figure 2

Figures 2

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1.3 PRODUCT PLANNING

Product planning means planning for the product that is to decide what type of product is too produced or what need or requirement the product is to satisfy and for whom the product is meant. If existing product satisfies the need of consumers is also a part of product planning?

Product Line:A product line is a group of products that are closely related because they perform a similar function are sold to the same customer groups, are marketed through the same channels or make up particular price range. DIGJAM LIMITED has three product lines which are used to prepare different types of products:-

Woolen fabrics
Suit length Coat length

Worsted fabrics
Sherwani Safari

PV fabric (polyester viscose)

Blazers Trousers

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1.4 PRODUCTION PROCESS The various operations that are carried out at Jamnagar plant are as follows:

Chart no.: 1

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Production process

GREY COMBING

Chart 2 Process of Grey Combing

1) Sorting, blending and scouring: - The Greasy wool bales are trapped and sorted to give a proper mix and to remove the solid impurities. It is then scoured to remove the greasy and vegetable impurities.

2) Carding: - The scoured wool is carded and is made in silver form. The impurities like vegetable burrs, dust and very short fibers are removed.

3) Gilling: - In this process the carded wool in the form of silver is treated with faller pins and it is made parallel and weight per meter is regulated.

4) Combing: - Gilled silver with definite weight per meter is combed and short fibers, neps and vegetable matters are removed to get a clean combed silver output.

5) Post Gilling: - Combed silvers are fed to the Gilling Machines and in the last silver output are transferred into shape of ball which is suitable for dyeing and transporting. In the above process the CV% length is achieved in the form of final top.

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TOW TO TOP CONVERTER

In this process, polyester tow is cut into required fiber length and converted into top after three gilling operations.

DYEING AND BACK WASHING

This is another high-tech area in Digjam, where fully automatic microprocessor-controlled HP HT Dyeing machines are in operation. Also in use are radio frequency dryer, Vigorous printing and Jet dyeing machines. The dyeing plant has a computerized IBM-based system for color matching.

RECOMBING
In this gilling either pure wool blended tops are gilled and in third phase a predetermined weight per meter is taken as output. The output in silver form is put in cans and fed to comber in this operation blending, fiber blending, removal of short fibers; neps, etc. are carried out. Now this recombed cans are fed into two gilling operations and in the last gill box output is in form of balls. Top is ready for spinning.

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Flow chart of spinning department.

Gilling Roving Spinning on Ring frame Single yarn steaming ( to remove the snarling) Single yarn winding(to remove the fault from the yarn) Assembly winding (assemble two single yarn on 1 package) Twisting on TFO(two for one) Double yarn steaming Double yarn winding Visual checking of yarn

Yarn delivers to the godown

Chart no. : 3 spinning process

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WEAVING
A well-laid out weaving shed houses 116 Sulzer-Ruti microprocessor controlled projectile weaving machines. The sulzers are the worlds highest rated weaving equipment, capable of producing the highest quality of fabrics.

Chart 4: Process of Weaving

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FINISHING The finest Italian, Swiss and Japanese machines finish the fabric to perfection. These machines use a process sequence that is automatically controlled by a punch card system. In this way, perfect uniformity is ensured, thus avoiding lot variations.

Dry / Wet Setting Heat Setting Singing Scouring Cropping Damping Rotary press / Paper press Continuous Press KD Machine Grading / Folding
Chart no. 5: Process of Finishing

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FOLDING DIVISION
After the shrinkage department or keir decatisation, final product is transferred to final inspection / perching department, table checking, selvedge stamping and measuring & cutting Then, this cutter pieces go for the folding, weighing and recording as per concern person or client by whom company got the order. Final fabric is folded by the folding machine. As per requirement Like 75cm length, generate barcode, quality no. , shade no. , cut no. and length & weight of fabric.

Designing department
Sources of design: International magazines which contains fabric cutting Designers intuition and past experience. Market survey Customer requirement(they also design for institutions)

Activities of design department 1) Yarn development 2) Fabric development 3) Export development

As per the domestic and export order, there are arranging a conference two times in a year for the selection of yarn, fabric, export development.

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1.5 Quality control

The main functions of the quality control department are: 1) Find out micron value of wool. 2) To find out blend composition 3) To find out count value of yarn 4) To find out the fabric properties like steam shrinkage , relaxation

Shrinkage, stretch & growth percentage, fastness etc. In quality control some of the checking is done. The types of checking are as follow:

1) Tow(denier, c.v.%, oil%, shade) 2) Final top(c.v.%, short fiber%, oil%, Neps) 3) Yarn checking(count, Neps, twist, shade) 4) Dyeing(washing fastness, light& rubbing fastness) 5) Fabric checking(weight, width, pilling test, color fastness)

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CHAPTER 2 HUMAN RESOURCE DEPARTMENT

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2.1 INTRODUCTION:
Personnel management is a link between the top management and the workers or we can say that it acts like bridge between the employers and the employees. It is basically concerned with the human relationship within the organization and helps in maintaining smooth relationship between employees and employers. It is the art of getting things done through other people.

Manpower is the most important resource among all the resources. Factors such as funds, machineries, technological advancement, etc. that are required in order to run an organization; nothing will work if an organization doesnt have sufficient manpower and suitable managerial personnel system and practices.

In Human Resource Management there is an emphasis on the developmental aspects of human being. He is treated as resources contributed towards the overall objectives of the organization. It is strongly believed in this approach and philosophy that the collaborative and participative efforts of human resources are to be nurtured, developed ton the fullest extent and human resource development is the foundation of this philosophy.

In DIGJAM Limited, there is no difference between Human Resource Department and Personnel Department. And the all the activities of HRM is done by Personnel Management. And the personnel department is very important in each and every organization and we can say that the personnel department is known as Police Department of any organization. So the all activities which are done by the Digjam Limited are stated below.

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2.2 RECRUITMENT & SELECTION:

Recruitment has been regarded as the most important function of the personnel department because unless the right type of people are hired, even the best plans, organizations and control system would not do much good. As Yoder point out, Recruitment is a process to discover the source of manpower to meet the recruitment of the staffing schedule and to employ effective measures for attracting that manpower in adequate numbers to facilitate effective selection and efficient working force. Recruiting Procedure of Digjam Limited: Recruitment of workers Recruitment of executives and managerial staff Recruitment of technical personnel

SOURCES OF RECRUITMENT: Sources are those where prospective employees are available like employment exchange while techniques are those which stimulate the prospective employees to apply for jobs like applications by employee, promotion and advertisement etc. now we discuss the sources of recruitment. Sources for the recruitment for DIGJAM are as follows: Internal Sources External Sources

1. Internal sources:Internal sources are the most obvious sources. This includes personnel already on the pay-roll of the organization. These are some advantages of using internal sources: o Improve employee morale o Job security and opportunities for employee members o Tried people and then be relied upon o Require less training, so the training cost will be minimized o It is less costly than going outside to recruit

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o Present employee can understand local languages, customers and business practices well In DIGJAM the internal recruitment is done by the reference of internal member of the organization. With the help of internal advertisement, within the company, company gets enough references for the recruitment. 2. External sources:Many of the organizations are depends upon the external sources for the recruitment like, New entrance for the labor force i.e. young, mostly inexperienced, potential employees, college students. The unemployed with wide range of skills and abilities. Experienced persons such as mechanics, accountants and welders. It provides the requisites type of personnel for an organization up to the required standards. It is economical because potential employees do not need extra training for job.

In DIGJAM the external recruitment is done by HR department with the help of concern department. As per the requirement of concern department recruitment procedure will be done by HR department.

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2.2 SELECTION
Selection is the process of choosing the most suitable person out of all the applicants. Selection is the process of matching the qualifications of applicants with job requirements. Selection divides all the applicants into two categories: 1. Suitable 2. Unsuitable In DIGJAM recruitment and selection procedure for BLUE COLLAR force is as per labour laws for the recruitment of labor in the company it is essential that he should acquire the certificate of ITI examination. Workers are selected by the concern supervisor and Assistant personnel manager. Physical fitness and attitude are considered at the time of selection. Recruitment and selection procedure for WHITE COLLAR force refers to the selection of officers and managers. For this purpose DIGJAM is largely depend upon the fresh candidate and for that the company is following the formal selection procedure. Application receipt Employment test Group discussion Final interview Medical examination References checked Orientation programme

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2.3 INDUCTION:

Induction mainly implies familiar introduction of new employee with the work, follow workers, work culture, superiors and organizations.

DIGJAM has systematic induction program, which helps to make employee feel at home and reduces the initial nervousness on his part. The main objectives of an induction program of DIGJAM are:

To build up the new employees confidence in him in lathe new organization so that he may become an efficient employer. To give all the necessary information to employee about location of workrooms, canteen and other facilities, leave rules, rest periods To develop a feeling of belongings & loyalty to the organization.

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2.4 TRAINING AND DEVELOPMENT:

Never stop listening Never stop learning Never stop training

Training is any process by which the aptitudes, skills and abilities of employees to perform specific jobs are increase. Training is the process of increasing the knowledge and skills for doing a particular job.

In DIGJAM the Human Resource Department identifies the training in all the employees with the departments heads. Every year in the month of March, after having training rate identified the Human Resource Department with the top management prepares a training calendar are conducts the training program.

In case of workman, training is given on safety, housekeeping, quality improvement, skill improvement, multitasking, awareness, discipline, behavior and conduct rules are given here. In case of staff category, the training areas are skill development, attitude, motivation, awareness, roles and responsibilities etc. are given. In case of management training or all the training areas are of the specific nature mainly the management development areas are been conducted There are two types of training are given to employees:

On the job training Off the job training

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2.5 PROMOTION AND TRANSFER:

A promotion is the transfer of an employee to a job which pays more money or one that carries some preferred status.

The term promotion is referred to the advancement of an employee to a better or higher job. In other words employee can be said to have been promoted where he performs his job which involves higher responsibility, requires a great degree of skills, commands more prestige & a higher status & carries higher rate of pay.

In DIGJAM being management reviews the performance of every individual on the yearly basis. The promotion is to be given on the merit basis. There are no fix promotion schemes. In DIGJAM demotion is also followed. These step is also been taken for some workers who do not performs his job well as required.

Transfer is a movement of employee from one job to another without any significant change in duties, responsibilities, required skills or compensations. Transfer may have to be made within an organization for varied reasons.

In DIGJAM workmen & staff employees are normally being transferred from one department to another department. This is on needing base in case of sales promotion to the transfer is in one location to another which also needs base.

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2, 6 WAGES & SALARIES:

The wage is remuneration paid for the service of labor. In production wages usually refers to the contribution to production, while salary normally refers to the clerical administration & professional employees. A person who gets the wages is called Blue collar worker.

On the other hand salary normally refers to the monthly rates paid to clerical administration and professional employees or White collar worker in DIGJAM time office department decides the wages of worker. There is attendance system and after totaling the attendance of workers, they are paying to the workers at the 10th date of month. The maximum general advance will be Rs.450 each.

In case of staff category the employees gets consolidate salary on monthly calculated basis the pay scale starts from 7000 gross salary.

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2.7 TRADE UNION:

Trade union is one of the associations of employees. According to G. Ramanagan, Worker is a flower and trade union is a garland. Trade union is an association of workers which protects and maintains employees interest. It works for employees welfare.

In DIGJAM there are more than 1300 employees in the organization, in which there are 1061 workers, 277 staff and 53 sub staff is included.

In DIGJAM are having three labor trade unions. The unions are affiliated with external trade unions such as BMS (Bharat Majdoor Sangh) AITUS (All India Trade Union Sangh) Janta Dal

There is family type of environment in the unit and if any problem occurs then union leader or labor officer solves that problem jointly. All the trade union helps in the development of the unit

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2.8 PERFORMANCE APPRAISAL

Performance is not a matter of chance; it is a matter of choice. It is not a thing to be waited for. It is a thing to be achieved.

PERFORMANCE MANAGEMENT AS A CYCLE

Performance management can be described as a continues if renewing cycle.
Performance & development agreement

Performance Review

Managing performance Throughout the year

CONTENT OF PERFORMANCE APPRAISAL:

Every organization has to decide upon the content to be appraised before the programme is approved. Generally content to be in the form of the basis of job analysis. Content to be appraised may be in the form of contribution to organization objectives like production, cost saving, return on capital, discipline, presence etc

CONTENTS TO BE APPRAISED FOR AN OFFICERS JOB: Regularity of attendance. Self expression: Written & oral. Ability to work with others. Leadership styles & abilities. Initiative. Technical skill
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CHAPTER 3 MARKETING DEPARTMENT

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3.1 INTRODUCTION
Basically, marketing mix consists of four elements. They are: Product Price Place Promotion

In marketing, we have to select specific marketing targets in the form of market segments. For each segment of subdivision of the market, we formulate a combination of a number of devices or type of marketing activities that are integrated. The contribution of these marketing methods of devices is known as the marketing mix. A successful marketing strategy must have a marketing mix as well as a target market for which the marketing mix is prepared. The elements or variables that make up marketing mix are only four. Decision on Product or service Decision on Price Decision on Promotion Decision on Place/distribution

These 4 ingredients are closely interrelated. Under the system approach, the decision in one area affects action in the other. Marketing mix decision constitutes a large part of marketing management.

Marketing manager is a mixer of all marketing ingredients and he creates a mix of all marketing elements and resources. Marketing mix offers an optimum combination of all marketing ingredients so that we can have realization of company goals such as profit, return on investment, sales volume, and market share and so on. It is the profitable formula of our marketing operations. The marketing mix will naturally be changing according to changing marketing conditions and also with the changing environmental factors affecting each market. It is of course, based on marketing research and marketing operations. Page | 26

3.2 MARKETING CHANNELS / DISTRIBUTION CHANNELS

Few producers sell their goods directly to the final users. Instead, most use intermediaries to bring their products to market. They try to forge marketing channel or distribution channel a set of independent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user.

NUMBER OF CHANNEL LEVELS:

Companies can design their distribution channels to make products and services available to the customer in different ways. Each layer of marketing intermediaries that performs some work in bringing the product and its ownership closer to the final buyer is a channel level. Because the producer and the final consumer both perform some work, they are part of every channel.

Producer

Producer

Producer

Wholesaler

Retailer

Retailer

Consumer

Consumer

Consumer

Chart 6 - Consumer Marketing Channels

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DIGJAM has 1600 to 2000 distributors spread all over India. There are many selling representatives who work as agents on the basis of commission which is based on the turnover achieved by them. DIGJAM follows a Multichannel distribution system which is as follows: PRODUCER (DIGJAM)

Selling Representative (AGENTS)

Wholesaler (100 wholesalers)

Direct Showrooms (27 direct showrooms)

Retailers (3000 retailers)

Chart 7 - Multichannel Distribution of Digjam 1) SELLING REPRESENTATIVES: - They work as the agents on the basis of commission paid to them based on the turnover i.e. on the rate of selling.

2) WHOLESALERS:- They get the following benefits: i. ii. iii. Turnover incentive Early Bird Incentive Free Of Interest (FOI

3) DIRECT SHOWROOMS: - There are about 27 direct showroom of DIGJAM

spread all over India and get the benefit of Free of Interest (FOI).

1) RETAILERS: - There are 3000 such retailers of DIGJAM spread all over India and does not get any such benefits. Page | 28

3.3 MOTIVATING THE CHANNEL PARTNERS

Once selected, channel members must be continuously managed and motivated to do their best. The company must sell not only through the intermediaries but to and with them. Most companies see their intermediaries as first line customers and partners. They practice strong Partner Relationship Management (PRM) to forge long-term partnerships with channel members. This creates a marketing system that needs of both the company and its marketing partners.

In managing its channels, a company must convince distributors that they can succeed better by working together as apart of a organized value delivery system. Many companies are now installing integrated high-tech partner relationship management systems to coordinate their whole channel marketing efforts. Just as they use Customer Relationship Management (CRM) software systems to help manage relationships with important customers, companies can now use PRM software to help recruit, train, organize, manage, motivate, and evaluate relationships with channel partners.

DIGJAM LIMITED motivates its customers by providing them gifts and discounts etc. the various promotion tools used by DIGJAM are as follows: 1) Free Holiday Trips 2) Gift Articles 3) Carrier Bags 4) Glow Sign Boards 5) Sponsoring Events

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3.4 ADVERTISEMENTS
Advertisement is nothing but a paid form a non personal presentation or promotion of ideas, goods or services by an identified sponsor. It communicates about the firm which manufactures the product. Advertising thus means spreading of information.

According to Richard Buskirk: Advertising is a paid form of non personal presentation of ideas goods or services by an identified sponsor.

DIGJAM believes in planned and controlled ads. Every year around 15 crore of rupees is spent on various types of advertisements. The advertisement program decision is based as follows:

Mission Money Message Media Measurement

What is the advertising object? How much can be spent? What message should be used? What media should be used? How should the result be evaluated?

The department carries out the function of communicating the brand name value and image to the customer. It ensures the premium image of DIGJAM brand is upheld in the market place for this, it decides on the advertising to be undertaken by the company and supervises the functioning of the advertising agency. The companys ad agency is RADIANT and it is ranked 4th in the country ad agency rating list.

DIGJAM advertises its product on various channels mainly in news channel viz. Aaj Tak. Some of the print media through which the company makes advertisement of the product are Outlook, India Today and Business India. The ad punch line FABRIC FOR

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THE GREAT SUIT has proved to be more effective. One of such different initiatives taken by the department in the recent past is discussed below.

Back drop in movie KABHI KHUSHI KABHI GUM. A back drop of DIGJAM brand was used in the highly successful movie. The total advertisement cost was Rs. 25 lacks in the said production cost of Rs. 30 crore.

DIGJAMs main competitor is Raymond. The Raymond at present rank in the market as far as the sales and advertisement is concern. The company targets its ads on the younger and most successful person. The lifestyle, emotion and humor are the key contents of advertisement is limited and therefore executives have to check out the various types media and their features like cost of media and high customer reach.

OUTDOOR MEDIA:
Generally company contributes 50% advertising expense rendered by local agents. Advertisement is given through various ads media like postal electric sign and electric display.

The other media through which the company communicates its exclusive message to the customer are window display, exhibitions and showroom. The company takes part in various trade fairs organized in various parts of the country and outside the country to tap the national as well as international market. The company has to see that it does not spend too much or too less to wastage of money a negligible effect on consumers respectively.

DIGJAM has the market share of 12% in the total market of woolen fabrics.

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ADVERTISING CAMPAIGN
HORDINGS

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3.5 TYPES OF PACKING

DIGJAM has five types of packing at a different product and at a different price. This all the type is as follow.

Packing A

In packing A, a lather briefcase is given with a product promotion is very easy and also this briefcase is useful in your real life, as a office document and also you can use this bag at office level.

Packing B Page | 33

In the packing B, a lather travel begs is given with product and in this bag you can use at different place. At an official level, at a sales man level and in real life also.

Packing C

Packing C in the product give with a velvet bag life suitcase type this types of bag you can use anywhere and of any purpose and this bag is very chip as compare to the lather bag. And wait is light and attractive.

Packing D

In the packing D a paper bag which can be disposable also. This bag is very attractive and its wait is very light and there are no government restrictions on this bag. Page | 34

Packing E A packing E is give product with cover and plastic paper for the protection of the product. It give a direct choose of color and design of the product for helping your side.

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PROMOTION:
In order to promote the brand name and sales of the company the marketing department launches various promotion schemes aimed at the consumers and the channel partners. Low cost effective promotions done by the department for e.g., sponsorship of different prizes at as disco night in a five star hotel. Digjam suit lengths were distributed as prizes.

ADVERTISEMENTS

NATIONAL LEVEL Aaj Tak Zee News NDTV India NDTV 24x7 CNBC

REGIONAL LEVEL ETV Gujarati Zee Gujarati ETV Punjabi UDAYA Gemini

MAGAZINES Business World India Today Flight Magazines Swagat (IA) Jet Wing (JA)

NEWSPAPERS Times of India Gujarat Samachar Rajasthan Patrika

Chart 8: Forms of Advertisements

DIGJAM also advertises through FM Radios in Metros and Semi metros like Jammu, Bikaner, Pune, Bhopal, Baroda, and Ahmedabad etc. It advertises in Cinemas and Multiplexes only in Metros.

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3.6 Ranking of media, the unit is in touch with:

The reason behind this point is to know which media has greater influence over customer. Which media plays a vita role in the customer buying behavior? From the survey it was derived that about 60% of the people ranked TV for their media habit, ranked second to the newspaper and magazine i.e., 33%., 5% are in favor of internet while the rest 2% are influenced by other means.

Table 1: Influence of media on unit PARTICULARS Television Newspaper and magazines Internet Others

% OF RESPONDENTS 60% 33% 5% 2%

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CHAPTER 4 FINANCE DEPARTMENT

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4.1 INTRODUCTION

Finance department is the heart of any organization. Finance is as important as brain in human body. The basic objective of this department is t handle the finance as well as to maintain records of finance. Finance function assumes an important role in the business system and it should be given equal importance as to production and marketing function.

According to phillipatus,Finance management is concerned with the managerial decisions that results in the acquisition and financing of long term and short term credit for the firm. Financial management refers to the planning & control of financing decisions so as to ensure proper acquisition, allocation and maximum utilization of financial resources. The scope of financial management provides an overview of important decision making areas relating to the financial operations of a firm.

Profit maximization and wealth maximization are the main objective used in the sense of decision criteria for investment financing & dividend policy decisions involved in financial management. Finance manager who works under the direct control of company executives who handle the finance department. The bank related employees working under the finance manager who handle the matters and also fund management related matters.

Financial statements are indicators of the two significant factors:i. ii. Profitability and Financial soundness

Analysis of financial statement therefore, refers to such a treatment of the information contained in the income statement and the Balance sheet so as to afford full diagnosed of the profitability and financial soundness of the business. Tools of financial Analysis :1. Comparative Financial statements, 2. Common size financial statements, 3. Fund flow Analysis, 4. Ratio Analysis. Page | 39

4.2 SOURCES OF FUND:

One of the most important considerations for an entrepreneur of company in implementing a new project or undertaking expansion, diversification and modernization and rehabilitation scheme is ascertaining the cost of project and the means of finance.

The selection of fund source is dependent on the financial strategy pursued by the company, the leverage planned by the company, the financial condition prevent in the economy and the risk profile of both viz., the company as well as the industry in which the company operates. Each and every source of finance of funds has some advantages as well as disadvantages.

In DIGJAM, they use both types of sources for meet their different future requirements.

Internal Source: Depreciation fund Profit Fund

External Source: Banks Financial Institutions Others

So these are the sources of finance and this necessary for every company to know their sources and they have to keep watch on all these sources.

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CHAPTER 5

FUTURE PLANS

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FUTURE PLANS
The global trend in textiles is shifting to ready-to-wear (RTW). At Digjam Limited, they gear themselves for this shift with the launch of an exclusive range of RTW.

The RTW range will be available across India through a chain of select showrooms, run by franchisees and dealers.

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CHAPTER 6 SWOT ANALYSIS

Every company does SWOT analysis whether it is large scale organization or small scale organization to measure. They do their analysis for the purpose of identifying their strengths, weakness, opportunities and threats.

STRENGTHS
Sound logistics management system helps the company to cater the customers having varied requirements in different varieties, color and packing. Young and the dynamic work force providing professional edge to the management. Company covers 1/6th of the market share in the organized segment. Strong marketing and distribution network. Strong brand equity, goodwill and reputation.

WEAKNESS
Image in the mark of only manufacturer of woolen fabric. Relatively higher carrying cost of inventory. No diversification till the year 2000. Lack of funds for heavy investment in advertisements.

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OPPORTUNITIES
Company has good image in woolen segment so it can enter into production of shawl and blanket. Existing dealer network sued to cater to new products also. By introduction of new applications, demand for the product can be expanded.

THREATS
Cheap imported fabric. Dependable for raw material on other countries. Cotton fabric is preferred more by the consumer as compared with woolen. Change of consumer preference towards readymade garments.

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CHAPTER 7 RESEARCH METHODOLOGY

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7.1 LITERATURE REVIEW

Literature Review on Customer Satisfaction: Author:
Bingguang Li, Ph.D. Assistant Professor of Operations and Information Management College of Business Albany State University Albany, GA 31705 U.S.A. Phone: (229) 430-4779 Fax: (229) 430-5119 Email: bli@asurams.edu

Abstract: Parcel delivery companies (e.g., US Postal Service, UPS, and FedEx) are significant
parts of modern transportation systems. From a literature review, availability, responsiveness, reliability, completeness, and professionalism of service were identified as the five critical factors affecting customer satisfaction in parcel delivery industry. A model of customer satisfaction in parcel delivery service was developed. Written questionnaire responses from university academic departments across the U.S. were used. The questionnaire gathered data on the characteristics of each factor and determined the ranking of importance of factors. The research tested the hypotheses to determine the correlation coefficients between the five factors and overall customer satisfaction with respect to all customers for both outgoing and incoming parcel delivery services.

Findings:
Factors Affecting Customer Satisfaction in Parcel Delivery Industry: Availability of service: The degree to which the customer can access the delivery service and contact customer service. Responsiveness of service: The willingness or readiness of staffs to provide service and the degree to which the staff react promptly to the customer. Reliability of service: Consistency of performance and dependability. Parcels are delivered to the right receivers without damage within the promised time. Completeness of service: The degree to which the total job is finished. Professionalism of service: The degree to which the provider uses suitable professional behaviors Research Model: It is the purpose of this study to determine the relationships between the five factors and customer

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CONCLUSIONS AND DISCUSSIONS

Summary of the Research

This research concluded that all the five factors (availability, responsiveness, reliability, completeness, and professionalism) were positively correlated with overall customer satisfaction with respect to all customers for both outgoing and incoming parcel delivery services. This research discovered that reliability of service was the most important among the five factors with respect to all customers for both outgoing and incoming parcel delivery services for the university departments surveyed. Professionalism was the least important for conditions of outgoing service and incoming service for all customers. Availability of service, responsiveness of service, and completeness of service were in the middle of the rankings. Sometimes availability of service, responsiveness of service, and completeness of service were statistically significantly different from each other, and sometimes they were not statistically significantly different with respect to two different services (outgoing or incoming service).

Managerial Implications
Reliability of service was the most important among the five factors. When parcel carriers make investment decisions, the highest priority should be given to the projects related to reliability improvement. Since reliability of service contributes to customer satisfaction, it is believed customer satisfaction contributes to customer retention and business success.

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 RESEARCH PAPER ON CUSTOMER SATISFACTION :

Author :Scott B.Mackenize, Richard A.Spreng. The Journal of Marketing, Vol. no. 3 (July., 1996)
Published by: London Financial times, 1998

Findings : Manager and salespeople can manipulate customer satisfaction ratings. Exclusion of unhappy customer during the survey period. Inaccurate survey by being nice to customer just before the survey. Intentionally wrong ratings by customer in order get more concessions. Recommendations :
Company should hire an outside research agency for getting accurate result. Company should not announce in advance about their research schedule. Company should select more diversified sample Company should provide some promotional gift to the customer for increase the response rate for the survey.
1

Scott B. Mackenize & Richard A. Spreng,A Reexamination of the Determinants of customer satisfaction, journal of marketing, vol. no. 3(July1996): 15-32. 2 Saturn Illustrates Customer Satisfaction, Louisville courier-journal of marketing, September 5, 1999.

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Literature Review on Customer Satisfaction:

Author : A White Paper, by Paul Hague and Nick Hague of B2B International Website : www.b2binternational.com

Recommendation: 1 Pay attention to those issue that is important to customer. 2 Look at the customer satisfaction data to see, where low absolute scores are and low scores relatives to the competitive. 3 Think through the issues that need to be addressed and list them out. 4 Courtesy from sales staff 5 Representative of the sales staff should be friendliness 6 Company should provide after as well as before sales services to their customer through which company able to get satisfaction from customer side. 7 Company should provide good quality of product.

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Literature Review on Customer Satisfaction:

Author: Rodrigo A. Padilla Research Faculty of Commerce and administration, Concordia University, December 5, 1996

Fifteen years ago, in the beginning stages of the customer service revolution, Ron Zemke and Dick Schaaf canvassed 101 leading companies to see how they approached customer service. From this investigation, they distilled five general operating principles that research and experience continue to uphold:

Recommendation : 1 Successful customer service companies should listen , understand, and respondoften in unique and creative waysto the evolving needs and constantly shifting expectations of their customers 2 Company should carefully hire people, train them extensively so they have the knowledge and skills to achieve the service standards, and then empower them to work on behalf of customers, whether inside or outside the organization. 3 Company should establish a clear vision of what superior service is, communicate that vision to employees at every level, and ensure that service quality is personally and positively important to everyone in the organization. 4 Not surprisingly, a primary concern of business research and literature is building companies that excel at gaining and keeping customers. Studies show that outstanding customer service organizations focus on a clear goalsatisfying the customerand design everything else with that aim in mind. From the top-down, these organizations act to provide positive customer experiences. The focus on complete customer 5 Company should establish concrete standards of service quality and regularly measure themselves against those standards.

Customer Satisfaction: Improving Quality and Access to Services and Supports in Vulnerable Neighborhoods Benjamin Schneider and David E. Bowen, Winning the Service Game (Boston: Harvard Business School Press, 1995), 132.

2 Customer Satisfaction: Improving Quality and Access to Services and Supports in Vulnerable Neighborhoods Tim Mannello, Susquehanna Health System: 1999 Global Customer Service Award Winner

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7.2 INTRODUCTION OF MARKET RESEARCH

Definition of Marketing Research :

Marketing Research as the systematic design, collection, Analysis and Reporting of data and Findings Relevant to a specific marketing situation facing the company. Most large companies have their own marketing research department, which often play crucial role within the organization. Yet, marketing research is not limited to large companies with big budgets and marketing research departments. Often at much smaller companies, everyone carries out marketing research-including the customers. Companies normally budget marketing research at 1% to 2% of company sales. A large percentage of that is spent on services for outside firms Here Digjam spent approx 10% of the company sales. Specialty-line marketing research firms: A company can hire services of marketing research firm or conduct research in creative and affordable ways such as: 1 Engaging professors or students to design and conduct studies. Many large companies hires summer trainees from management institution for cost-effective market research year after year. Awarding live projects to MBA as part of their course work is also a common practice. 2 Monitoring published information and actions systematically. This may be done by examining news paper, websites, industry report, and by visiting competitive outlets.

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7.3 Objective of study

PRIMARY: 1. To study the customers psychology regarding the company. 2. To gain knowledge about the market of DIGJAM fabric, with respect of brand usage, market size and industrial scenario.

SECONDARY: 1. 2. 3. 4. To identify the market forces that influences the customer decision in buying the product. To get an insight about what the customer feels about the company policy. To know the problems of customer. To get an overview of the customer about the quality and sales promotion activities of the company.

5. To know the market share of the company.

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7.4 LIMITATION
Time horizon: Shortage of time duration, because the research on customer satisfaction is very broad area and its require much more time for reached at the good conclusion.

Response: The response rate was very low. And can not be justify in the context of time limit.

Technology: There was lack of availability of hardware equipment and internet connectivity, result for low response.

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7.5 DATA COLLECTION As a tool a well-structured questionnaire was used. These were used for collecting the responses from the respondent. The data collected through questionnaire was tabulated and analyzed to study, the respondent attention toward buying the DIGJAM to assess the customer knowledge about the organization, view on overall quality and price competitiveness, the advertising media to which the customers are in touch with and the problems they are facing with the product. Marketing research was done to assess the customer knowledge about the organization, view on overall quality and price competitiveness, the advertising media to which the customers are in touch with the problems they are facing with the product.

7.6 DATA ANALYSIS

In order to do the work properly, a insight about the product, about the organization, about the production process was necessary. For this purpose a extensive study was initially done about the product and the production process. After the initial study, the survey was started in order to get the questionnaire filled by them. On the basis of the information collected in the interviews from the respondents and filled in questionnaire from them, certain findings were made on that basis and some recommendations too were given to the organization so as to improve the level of satisfaction of their customers. These findings and recommendations would go a long way of satisfaction and service in order to maintain its existing customer as well as to add 1-1 new customer to its existing data base. They also point the aspect in which the organization is lacking and need to improvise upon as well as the aspect, which are its plus point and which can really help in future.

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7.7 RESEARCH METHOD

To get an insight about the company, a questionnaire was properly designed for the customer. Basically those customers were undertaken who were purchasing the product from dealers, retailer, showrooms or shopping malls. First, the factors that affect the satisfaction level of DIGJAM customers were obtained. This was done with the help of discussions held with the sales and marketing professionals in the company. The following factors were obtained as a result Purchase influencers Preference of garments getting stitched Quality the fabric Variety of design and colors with feel & finish Offerings in tune with market demand, fashion/trend Price competitiveness Marketing efforts by the company to increase its sales. This includes advertising & marketing, regional promotion, enhancing market/customer understanding. As a universe was infinite, and due to time and cost constraints, The sampling unit is decide to cover maximum city through online(Ahmadabad, Vadodra, Surat) and oral(Jamnagar) research . The size of the sample is dependent on the city. But a minimum of 90 samples was to be taken to maintain the standard quality and reliability of the data collected.

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7.8 DATA ANALYSIS & INTERPRETATION

Q.-1 Customer Detail. This is mention in questionnaire

Q.-2 Are you aware about DIGJAM product? The main purpose of asking this question is that to know how much percent of people at least know about DIGJAM product. So we can ask them next question related to DIGJAM product and its services .

If customers aware about the product and also purchase the DIGJAM product regularly, so we can get some information regarding requirement and what are their expectations from the company.

If customers are not aware about DIGJAM product, we can ask them about our loop holes and defect that what are the reasons of why we do not live up to the expectations of customers. Is there any product promotion problem or adv. problem?

Through the help of end users we can reach the final decision. Although 72% of people were aware about the customers. And 28% of people were not aware about the customer.

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Freq. Yes No Total

Percentage 65 72 25 28 90 100

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Q.-3 Who influences your decision to buy clothes? The purpose of asking, this question was to know that with whose influences customers purchase the fabric. Influence plays a very vital role in affecting the preference and choice of people . Better quality life, along with exposure and education are making children and young adults increasingly participating in purchase decision and are becoming brand conscious with strong brand preference. As it is often seen, during purchase of fabric most of the purchasers are influenced by their wellknown and in the form of peer pressure i.e. either any friend/colleague or family members who can judge better the customer on his overall look/personality. As for example: women are considered to be more influencers an ( I deeply interested in people, family and community) involvement . Therefore companies who market to them by focusing on these aspects, rather than solely on the product, are far more likely to capture their attention. Moreover, the company should never allow their sales associates to talk down to them. Moreover sometimes advertisements and retailers also influence the customer to purchase the product as e.g. any design/shade, shown in the advertisement is in demand. Or it may be possible that the retailers influence customer, pushing him to purchase a specific brand/quality. Besides these, there can be several other influences as well. In case of fabric purchase, the survey shows that about the customers nature

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Freq. Advertisement Friend Family Member Retailer Other Total

Percentage 14 16 39 43 34 2 1 90 38 2 1 100

Company should have to concentrate on final customer , therefore they should give more advertisement on news paper and local media .

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Q.-4 which of the given garments you like to get stitched? This question was asked to enquire which of the garments the customers like to get stitched . As the taste, fashion and preferences of the customers are changing, 26% people prefer to get a blazer stitched. 34% people prefer to get trouser stitched 21% people prefer to get shirt stitched 13% people prefer to get 2pcs suit stitched 6% people prefer to get safari stitched Here, above result shows that a large proportion of the population have shifted to READY-TOWEAR segment and affected the scale of fabric a lot. This shift, to readymade garments is mainly due to heavy stitching charges, time consuming with uneasy fitting given by the tailors. However, the above analysis may not be right in the truest sense as the, location factor plays an vital role in deciding the taste and fashion of the customer. It was difficult to analyze to the improper responses and understanding of the respondents. In most of the cases, respondents have marked only one of the option as answer to this question. With the result obtained, the company should produce more fabric usable for trousers &shirt purpose. Moreover, it should encourage the young adult male by its advertisements attracting them for the product. The company can too by-furcated or expand its activities by not just providing the customers the best quality fabric at cheaper rate but by entering into READY-TO-WEAR segment and providing it in cost effective way to the customer

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Freq. 2Pcs Suit Safari Blazer Trouser Shirt Total 12 5 23 31 19 90

Percentage 13 6 26 34 21 100

Therefore, the company should try to manufacture the READYMADE garments by using its integrated manufacturing facility and receive high margins on that.

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Q.-5 which of the fabric brands you prefer to buy? As we know that brand image play a vital role in the market. One powerful brand, may work better than ten weak brands. If a product has a good brand image, then even if there are some, loop holes in the product or in the companys policy, it will not affect the market. But companys having a lower or less brand image, has to struggle in the market against its price competitiveness with its competitors or the quality of the product. Besides, strong brand can help companies to extend their offerings into newer product and develop a critical mass. Brand awareness is high not only in pure retail terms, but also disseminated through media advertising. Fashion wears especially for male, features heavily together with branded merchandise. In this respect DIGJAM conforms to current retail pattern with luxury and premium quality goods featured quite widely in prominent exclusive show rooms. Brand awareness with visibility can be with help of planned advertising activity. It was necessary to know in the survey that which brand the customers want to purchase, whether its DIGJAM, or RAYMOND, or REID & TAYLOR, or OCM, or any other. As per survey was conducted in local area of Jamnagar and many more city within the GUJARAT(SURAT , AHMEDABAD, RAJKOT,VADODRA ), where the factory of DIGJAM product is located, most of the preferences, about 24%of the people, were in favor of DIGJAM product is located, 14% of people give their preference to REID & TAYLOR . 3 % of people give their preference to OCM. 49% of people give their preference to RAYMOND 10% of people give their preference to OTHER. The reason behind its not brand image in customer mind is that there are showing very less advertisement on T.V. or DIGJAM has just 25 outlet whole over the India which very less that he RAYMON is about 600 outlet in all over India .

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Freq. DIGJAM REID & TAYLOR OCM RAYMOND OTHER Total

Percentage 21 24 13 3 44 9 90 14 3 49 10 100

Through, the company should try to manufacturing the readymade garments by using its integrated manufacturing facility and reap high margins on that.

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Q.-6 what is your view on DIGJAM fabric? For a company its an important things to know, whether their product overall view on the market is having a positive impact or a negative one. As such e.g. in the customers viewpoint LEE jeans are considered to be a costly one, as compared to other jeans manufacturing company. The view over a product varies with each mid even-person depending upon his likings, dis-likings, financial resources available etc. A more satisfied customer is likely to be more co-operative and brand loyal to the company. But the key growth for a company is, what conditions govern the increase and decline of satisfaction of a customer? If these can be identified, can they be influenced? Customers with higher rates of satisfaction generate significantly higher performance outcomes resulting in higher sales. Whenever customer had been asked about their view on DIGJAM fabric and it observed that

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Freq. EXCELLENT GOOD SATISFACTION NEED IMPROVEMENT POOR Total

Percentage 27 8 43 48 22 24 11 7 90 12 8 100

Interpretation: Company should try to give some gift to their customers with which company can achieve maximum customers.

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Q.-7 how would you perceive the quality of DIGJAM product? Expertise and quality are the two key words that rightfully describe the company and its work. To stand in the market arid to gain faith of the end consumer, it is essential for a company to provide good quality product to the customer at a comparative cheaper price. As customer dont want to compromise on the quality. They want a return whatever they spent, either it is less or more. Some observation is also made that customers are ready to spent a little more, but within their budget, if they are getting a standard set of quality product. The company is using latest technology machines, with the procedures as Laid down in ISO9001, to give the best output quality of product in the market for the end users of DIGJAM brand. There is no compromising in mill, as far as, quality is concerned with. At each and every point of production, a quality control machine is installed, which regularly checks the fabric during the process of production, Moreover, a quality control department is made, which, with the help of imported sophisticated machines and with set standards of ISO-9001 gives a best output for its quality.
Freq. 14 58 13 1 4 90 Percentage 15 65 15 1 4 100

EXCELLENT GOOD SATISFACTION NEED IMPROVEMENT POOR Total

Interpretation: Company should try to manufacture itself, or if not possible, may even out-source but it doesnt be at the cost of quality of the fabric. Page | 66

Q.-8 At which level, you are satisfied with the DIGJAMs product? The main objective behind this question is to collect information about DIGJAMS various product. All product has some satisfactory level which mention in below figure as well as chart . 38% of people were satisfied with Suit. 32% of people were satisfied with Blazer. 14% of people were satisfied with Trouser. 14% of people were satisfied with Shirt. 2% of people were satisfied with Shawl.

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Q.-9 What are your perception about the various Design & Color of the DIGJAM fabric? Change are a part of life in the growing market change is constant innovation is the key to success and makes business profitable in the long run, here be it in terms of product, design, marketing or price. Differentiation and creativity are the most important hallmark in the modern era. The company has to first identify the specific needs and tastes of customers and then making arrangements to provide the desired lines and colors that appeal to the customers. Topics such as Design as the final differentiator play an important role for a company. As the competition increases in India, design and colors would need to be upgraded regularly to keep it with the changing requirement of the customers. Since brand names and traditional advertising do not necessary translate in to sales, exports say that the changing design and colors with respect to change in fashion and trend holds the key to profitability. In the survey about 16% of the people were feel excellent 48% of the people were feel good 20% of the people were feel satisfactory 12% of the people were feel need improvement 4% of the people were feeling poor. As per the result and market condition it is impossible to satisfy each and every customer and the company is spending a lot on making design and color development. But still it can make an improvement in this sector by exploring the market and getting the feed backs from the dealers, retailers and even from the customers about their needs and requirement and the latest changing trends and fashion.

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Freq. EXCELLENT GOOD SATISFACTION NEED IMPROVEMENT POOR Total

Percentage 14 16 43 48 18 20 11 4 90 12 4 100

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Q.-10 Choose the range of DIGJAM product you prefer to buy . The objective of asking this is to get information about the customer expectation . I n which range they prefer to buy a DIGJA,M fabric. And here the factor affecting in purchase the different type of fabric in different range is money means INCOME . The income profile is also different in todays India.. As per the result we cant say that there are maximum people who want to purchase fabric at higher price. But its fact that the range factor totally depend upon the income of the customer Here company should not concentrate only on price but they should maintain the quality of the fabric so they can able to attract to customer.
No. Of Range 150-300 300-475 475-800 800-1300 More than 1300 Total Freq. 16 34 25 9 6 90 Percentage 18 38 28 10 6 100

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Q.-11 How does your view the price-competitiveness of DIGJAM fabric with its competitors? The main objective of asking this question to customer is that want to find out the current market condition of DIGJAM and what kind of image set in customers mind compare to its competitors like Raymond , Reid & Taylor etc. As per the research result finds that Rest of the people view is that the price of DIGJAM is average compare to its competitors. Company has mass number of customer are in favor of it fabric but still company should maintain their price as well as quality.
Freq. Excellent Good Satisfaction Need Improvement Poor Total 9 49 20 9 3 90 Percentage 10 55 22 10 3 100

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Q.-12 What do your feel about the packaging of DIGJAM product? Company should maintain its quality as well as have to maintain its product packing for attract to customers. If company provides good packing with its product so they can easily attract the customers. The survey also revealed the policy of the company. More than 85% of the people were satisfied with companys product packaging . Result is shown in below chart .
Freq. Excellent Good Satisfaction Need Improvement Poor Total 13 22 24 7 4 70 Percentage 18 32 35 10 5 100

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Q.-13 Where do you prefer to buy DIGJAM fabric? The objective of asking this question was basically to know that from which outlet they want to purchase and what their demand toward company is. Whether the DIGJAM brand is easily, available to the end user or he has to travel less for purchase of the fabric. As we observed in the research about
Exclusive Show Room Digjam retail shops Shopping malls Total Freq. 31 21 28 80 Percentage 39 26 35 100

Therefore, the company should open make more exclusive show rooms and make more retailers/dealers at such places to provide the customer with a cost effective and operationally efficient location.

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Q.-14 How would you evaluate the responses given to you by company/retailers to your complain? This question was asked to customer to get an insight into whether there is any complaint coming up for the product and if YES then responses given by the company/retailers is up to mark or not. The company policy is to produce the fabric at the best quality level to ensure no complaints. But even if any complaints arises in the fabric and are forwarded to the company, the company takes it very seriously. They, simply replace the genuine defective item with a fresh one without loosing much of time. The survey also revealed the policy of the company
Freq. Excellent Good Satisfaction Need Improvement Poor Total 6 22 12 8 2 50 Percentage 12 44 24 16 4 100

Therefore, company should concentrate on this 20% people who were unsatisfied and also improve their outlet services.

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Q.-15/16 Please states the services given by our retailers before/after purchase of our product ? Services are one of the most important parameters to be kept in mind. The best of the product may not sell if the service offered to the customers is not satisfactory. The key differentiator to brand choice is pre sales and post sales service experienced. Since, word of mouth plays a very vital role, good service experience will be essential for brands to survive, ir-respective of how much they advertise or bring down price. At this point, one might wonder, why would a customer especially drive to a shop, fight for parking and then enter into a store and pay, a similar price for a similar product that he or she would have purchased from any other store. The retailer is, until retailer do not pull up their socks, offer unique services to the customers, it will be hard for them to attract the customers. There are equal chances that a customer may get annoyed with a bad services as with a bad product. Before purchase service includes a warm welcome by the retailer to the customer, friendly environment (if possible ), offering a glass full of water, comfortable seating, helping him to choose the right fabric etc. So that, the customer become cool-minded, feels comfortable and fully concentrates oil purchase of fabric. After purchase service is about services rendered after the customer has made the purchase. This may include helping the customer by informing him about the proper care of the fabric, washing instructions, bidding him a proper good buy, offering cold drinks, snacks, tea, coffee or providing good packaging to the product, giving home delivery service, proper billing listening to any complaint or suggestions of the customers etc. These services are offered to attract the customer to re-visit the retailers place again. These findings were made in the survey too. It is not surprising to see that 80% of the people were satisfied by the retailer before and after purchasing the product . The reason behind dis-satisfaction was mainly due to the pact that not all the dealers/retailers do an extra expense on the end-users, once the product is sold. Moreover, the customers always enter at the retailers place for purchase of product, where earlier also lie had got full satisfaction regarding the services rendered by the retailer or lie may be a referral client as well

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Freq. Excellent Good Satisfaction Need Improvement Poor Total

Percentage 6 12 21 43 13 27 8 1 50 16 2 100

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Q.-17 The distance of our digjam show room and retailer from your place? The purpose of asking this question was basically to know that whether the DIGJAM brand is easily, available to the end user or he has to travel a long distance for purchase of the fabric. As we observed in the survey about 20% of the customers come from the area of 3 kms . to purchase the fabric from the retailers counters counter and 22% of customer comes on an average from 1,2and 4 kms. and 40% of the customers were from more than 4 kms. This can be analyzed in two ways firstly, it can be seen as a strength for the company that it is able to attract its customers not only in local areas but from far areas too. But still on an average 17% of the customer were from the near or adaptive places. This shows tile brand loyalty mid brand image which the company has in the customers mind. Therefore, the company should open their exclusive show rooms and make more retailer/dealers at such places to provide the customer with a cost effective and operationally efficient location. The distribution of distance of DIGJAM retail outlet /showroom from customers place is shown above. But this data itself is not sufficient to make any decision. We also need to know as to how much distance a customer is willing in order to make a fabric/garment purchase. This Questionnaire assumes that a distance of 4km and above is FAR for customer. In place like metropolitan cities, customers are willing to move to distances of around 20 km . in order to get good quality/reasonable prices/good brands, etc.

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Freq. Very Near Near Average Far Very Far Total 3 13 20 16 38 90

Percentage 3 15 22 18 42 100

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Q.-18 Rank the media you are in touch with (maximum to minimum) The purpose of asking this question was to know the media habits of the end user so that accordingly the advertising plan can be prepared by the company. Brand awareness and visibility can be achieved with the help of planned advertising activity.

This means that we should adequate presence on television, newspaper and magazines. Again the limitation was that if the survey was conducted in any other metropolitan city, the result might very a lot.
Freq. T.V. News Paper & Magazine Radio Internet Other Total 43 25 11 6 5 90 Percentage 48 28 12 6 6 100

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Q.-19 What do you feel about the T.V. advertisement of DIGJAM fabric? All your efforts of choosing the right advertising medium, the right vendors to promote your product, drawing up a marketing strategy, tying up with the local store, would prove to be useless, if your product does not cut through the marketing din and stand out. In a market that is bursting at its seams with posters, banners, signs etc, visibility is a tough battle to be won. A battle won over visibility is wining half the battle in marketing your product. Imaging seeing a big carving of your favorite dessert from a very far off distance or seeing huge ducks on a building! Stunningly huge graphics would no doubt stand out from the other advertisements. But at the same time, if you think of putting up huge billboards, well that would neither solve the purpose, nor are they worth the hassles they bring with them. As in modern era, without good advertisement policy it is not easy task to catch up the customers and influence or attract them to buy the product. Moreover, the brand image of the company also builds up with more advertisement. As in television, advertisement is shown at the national level, the reach ability of the company towards its customers is at a higher side. So, mostly companies aim to give their ads at national level. With the question being asked about the television ads of DIGJAM fabric, a large number of sample populations were un-satisfied with the advertisement of DIGJAM in television channels. 62% of the people were un-satisfied with adv. on television and rest 38% of the people were satisfied with adv. on television.

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Freq. Excellent Good Satisfaction Need Improvement Poor Total

Percentage 4 4 9 10 3 3 32 42 90 36 47 100

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Q.-20 What do you feel about the magazine & news paper? Giving advertisement at local area is an important source of generating revenue and sales for any enterprise. As once the brand name becomes famous in local area, it gradually increase its area ,build its image at national level. This question asked to get the view of the customer regarding the magazine and news paper advertisement of DIGJAM fabric. The result of the survey shows that about 78% people were satisfied & 22% people were unsatisfied. Therefore, the company should give some extra advertisement to regain its market position at least at the regional level. Moreover, as the company had some financial constraints, so regional level ads on newspapers, magazines or local channel should be preferred.

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Freq. Excellent Good Satisfaction Need Improvement Poor Total 2 11 13 31 33 90

Percentage 3 12 14 34 37 100

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Customer expectation from DIGJAM

- More Bridal Collection - I Want Readymade Formal Garments. - Readymade Garments - Readymade Fancy Jacket. - Make More Adv. So Customer Can Aware About Your Product - Readymade Shirt - Readymade Trouser - Need More Improvement In Marketing.... - Only Readymade Shirt... - Mfg. Readymade Cloth - Jacket - Readymade Garments - Mfg. A Ready To Wear Cloth - At Low Price Middle Class People Afforded It. - Quality Oriented - Ladies Wear In Domestic Market

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7.9 FINDINGS
Findings during the survey were: At present companys more emphasis is on the export business, which is adversely affecting its domestic market. Lack of promotional activities at national as well as in regional level. A sales promotional scheme floated by the company is not impressive. Lack of innovative idea regarding new application of product. The main thing in the customers mind is that company manufactures only woolen fabric. Main complaints in P.V. fabric regarding its quality, price with feel and finish.

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SUGGESTIONS
DIGJAM should go into the fashion shows because fashion shows serves as an interesting way to showcase your products and seasons offering to your customer. Company should improve its promotional activities Company should aim and try to hit the right mark with teenagers too It should also step into new segments like readymade garments, cotton fabric, shawl and blankets. DIGJAM should go into the fashion shows because fashion show serves as an interesting way to showcase your products and seasons offering to your customers. Company should strategically locate its outlet in different areas. Company should direct its attention on the shop-in-shop retail format for greater market penetration. To create awareness in areas of north an east, company should prefer advertising through niche magazines.

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BIBLIOGRAPHY / WEBOGRAPHY

BOOK REFERENCES
By Kotler Philip, Keller Kevin Lane, Koshy Abraham, Zha Mithileshwar , Marketing Management (13TH Edition) ,Pearson Education Ltd. By Cooper Donald P., Schindler Pamela S., Business Research Method (9th Edition), Tata-McGraw Hill Publishing Co. Ltd.

WEB REFERENCES
www.digjam.co.in. http://pages.infinite.net/rodrigo/satisfaction.html http://www.pressganey.com www.cssp.org http://www.apple.com

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CHAPTER-9-ANNEXURE

DIGJAM LIMITED. JAMNAGAR {Customer Questionnaire}

1. Are you aware about DIGJAM product? a. Yes b. No

2. Who influences your decision to buy clothes ? a. Adv. e. Others. b. Friends c. Family Members d. Retailers

3. Which of the given garments you like to get stitched ? a. 2Pcs Suit Trouser b. Safari e. Shirt c. Blazer d.

4. Which of the following fabric brands you prefer to buy ? a. DIGJAM Raymond b. Reid &Taylor e. Others ________. c. OCM d.

5. What is your view on DIGJAM fabric ? a. Excellent Improvement b. Good e. Poor c. satisfactory d. Need

6. How would your perceive the quality of DIGJAM products ? a. Excellent Improvement b. Good e. Poor c. satisfactory d. Need Page | 88

7. What are your perception about the various design & colors of the DIGJAM fabric ? a. Excellent Improvement b. Good e. Poor c. satisfactory d. Need

8. Choose the Range of DIGJAM products you prefer to buy. a. 150 -300 b. 300 475 c. 475 - 800 d. 800 - 1300 e. More than 1300

9. How do your view the P rice-Com petitiveness of DIGJAM fabric with its competitors? a. Excellent Improvement b. Good e. Poor c. satisfactory d. Need

10. What do your feel about the packaging of DIGJAM products ? a. Excellent Improvement b. Good e. Poor c. satisfactory d. Need

11. Where do you prefer to buy DIGJAM fabric ? a. Exclusive Show Room Shopping Malls b. DIGJAM Retails Shops b.

12. How would you evaluate the responses given to you by Co./Retailers to your Complain? a. Excellent b. Good Improvement e. Poor c. satisfactory d. Need

13. Please state the services given by our retailers before purchasing our products. a. Excellent Improvement b. Good e. Poor c. satisfactory d. Need

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14. Please state the services given by our retailers after purchase of our products. a. Excellent Improvement e. Poor b. Good c. satisfactory d. Need

15. The distance of our DIGJAM Show Room and Retailer from your place. a. Very near b. near Far e. Very Far (1 KM) (2 KM) (3 KM) (More then 4 KM) c. Adaptive (4 KM) d.

16. Rank the MEDIA you are in touch with. (Maximum to Minimum) a. Magazines and Newspapers Others_________. Rank Assign alphabets as per rank 1 b. T.V. c. Radio d. Internet e.

17. What do you feel about the T.V. Adv. of DIGJAM fabric? a. Excellent Improvement e. Poor b. Good c. satisfactory d. Need

18. What do you feel about the M agazine and N ew spaper Adv. of DIGJAM fabric ? a. Excellent Improvement e. Poor b. Good c. satisfactory d. Need

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19. Suggestions:_________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ _______________________________________________________

20. What is your expectation from DIGJAM? Which type of product you want from DIGJAM? _________________________________________________________________ ______ _________________________________________________________________ ______ _________________________________________________________________ ______ Consumer Details: Name: ______________________________________________________________________ Occupation: _____________________. Age: ________________________ yrs. Marital Status: ___________________ Annual Income: __________________ City: ___________________________

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EXAMPLE PERFORMANCE APPRAISAL FORM DIGJAM LIMITED

(DIGJAM WOOLLEN MILLS) Confidential Performance & Competency Assessment: 2006 Name : Designation : Date of Joining : Department : Qualification :

Please rate the employee on a scale of 1-5 on the following parameters: Scale of rating: (Excellent-5, Very good-4, Good-3, Average-2, Unsatisfactory-1) KNOWLEDGE/ SKILLS/ATTRIBUTES RATING/SCORES IMMD.SUP. HOD

1. A) ATTITUDE
Regularity in attendance Punctuality Desire to learn Attitude towards work

B) RELEVANT PROFESSIONAL KNOWLEDGE Professional Qualification for the Relevant experience on the job C) CONCEPTUAL SKILLS Ability to analyzer & use data Recognizing problem / improvement Areas Suggesting solutions on above D) FUNCTIONAL SKILLS Setting priorities for work Target orientation Timely delivery of job E) INTERPERSONAL SKILLS Ability to get along with juniors Ability to get along with peers Effective listening F) LEADERSHIP SKILLS Ability to plan, Organize & control Assertiveness Ability to articulate & motivate Ability to take decisions

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G) POTENTIAL ASSESSMENT Ability to further improve in current job level Ability to take additional / higher responsibilities at same level Ability to take up a cross functional rule Level of Ambition

IMMD.SUP.

HOD

2. Please describe briefly any significant contribution / achievement

on the job during last one year:

3. Please list down a few strengths of the employee: 4. Please list down a few specific areas if any where employee needs improvement: 5. Any suggestion on methodology for brining in improvement in the areas listed at (4) above, e.g. any
specific need based tailor-made training, job rotation etc.

Total scores by immediate superior:

Total scores by HOD:

Unit Head:

Date:

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